3 ways your legal website can win in today’s digital landscape

Today’s digital landscape can be overwhelming and difficult to navigate. In a world dominated by Google, Yahoo!, and Bing, searching is easy, but being found can be very, very hard.

Over time, search engines have gotten smarter and better at understanding user preferences—i.e., what people seeking information would most like to see. Let’s take a look at 3 ways you can update your legal website for both searchers and search engines.

Understand where to start

Since your website is probably your most visited online touchpoint, it should showcase everything about your business, including practice areas, client testimonials, successful cases, services offered, etc. Your site should also be SEO and conversion optimized, which will help it show up more frequently in search rankings. If your site isn’t showing up where you’d like it to, you can improve its visibility by:

  • Optimizing mobile user experiences
  • Creating client-centric content
  • Telling a (good) story

1. Optimize mobile user experience

The smartphone is the epicenter of the digital marketing landscape, especially among younger potential clients. As of Q2 2014, 71 percent of Americans owned smartphones and used them to access the Internet. In fact, on average, mobile devices drive 50 percent of traffic to Avvo.

Because of the proliferation of mobile devices, it’s crucial that you optimize your website for mobile users. Here are a few steps you can take to ensure you’re on the right track:

  1. State clear and concise calls to action on your site and limit the number of fields in “contact us” forms.
  2. Ask for necessary information, but keep in mind that you may turn away prospects by requesting too much information. Strike an appropriate balance.

Following these simple rules will get you well on your way to impressing smartphone users.

2. Create client-centric content

Get to the point and stay there. Potential clients are visiting your website to confirm that you’re the right attorney to help them with their case. Roughly 65 percent of people searching for a lawyer say that what matters most to them is the attorney’s practice area. So, be sure to present the kind of information clients find most valuable. Lists of legal services offered are essential, as are simple explanations of procedures common to your practice area. Educating prospective clients up front will leave the impression that you are authentic and truly concerned about their well-being.

3. Tell a story

You don’t have to begin with “once upon a time,” but you should create a narrative that gives prospective clients a sense of what it would be like to have you represent them. You know what your legal practice is all about; communicate that to future clients in a way that connects with them on an emotional level. Your story should end with your prospect envisioning a happy future with your practice.


Your site needs to be representative of your legal practice. Any prospective client will judge you on its content and user-friendliness.

  • Design your site for smartphone users; they expect an effortless interaction.
  • Optimize your site for search engines (SEO) and conversions during the design process and on an ongoing basis.
  • Present your content clearly and concisely.
  • Connect with your prospect through storytelling.

Not sure where to start with your website? We’ve got you covered. Check out Avvo Websites to start expanding your web presence today.